PR Week ha publicado el Global Agency Business Report 2016, un informe de inteligencia sobre el sector de la comunicación en el que analiza la información facilitada por más de 300 firmas de PR líderes a nivel mundial, procedentes de siete regiones (EE. UU., Reino Unido, Asia-Pacífico, las Américas, Oriente Medio y Europa Continental). El desarrollo internacional de LLORENTE & CUENCA, con oficinas en Estados Unidos, América Latina y España, ha llevado la Firma a ocupar el puesto 53 del ranking global por ingresos. Por número de empleados, ocupa el puesto 27, a nivel global, con un total de 482 empleados en el momento de elaboración del ranking. Además, ocupa el puesto 19 en Europa y la posición 7 en América.

2. GL BAL
AGENCY
BUSINESS
REP RT
AGENCY PROFILES 2016
Global ABR 2016 | prweek.com 3
W
hether it is communications marketing,
earned influence, integrated marketing, the
engagement discipline, integrated comms,
or brand marketing — or all of the above
— the number of acronyms for PR mushrooms month
on month. But what the biggest and most in-depth anal-
ysis of the agencies, trends, and data fueling our industry
— PRWeek’s Global Agency Business Report — tells us
is that there has never been more demand for the practice
formerly known as PR.
It was a $10.2 billion global industry in 2015, up 5%
on 2014 (based on submissions to PRWeek’s ranking
tables;the rest is finger-in-the-air stuff),employing 66,500
people, up 9% on the year prior.
While growth may have stalled slightly, the need to em-
ploy more staff hasn’t, so average revenue per global
staffer is down 4%, from $160,000 to $154,000, a sign
PR agencies have to run further for each billable dollar. It
is also a reflection that firms have to retool with people
who have very different skills not previously associated
with PR — it’s much more expensive to employ a senior
broadcaster or data analyst than moreAAEs,for example.
And, while work with the marketing department is a
Holy Grail for most PR firms nowadays, the margins on
such work are notoriously tighter than corporate reputa-
tion, M&A, IR, or crisis work. Richard Edelman notes
that you have to invest ahead of the curve and hire creative
and other new talent to affect change — and that the
pace of innovation is unrelenting and unparalleled.
That’s the environment within which PR firms now
operate and there’s no room for the faint-hearted, what-
ever label you decide to bestow on the noble profession.
Karen
van Bergen
Newly minted CEO
of Omnicom PR
Group details how
a growing demand
for integrated teams
led to the creation
of a new unit p.4
Michael
Roth
IPG chairman and
CEO outlines the
secret sauce behind
firms such as Weber
Shandwick and
Golin that helps
them outperform
the market p.14
Editorial
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Glenn
Osaki
MSLGroup’s APAC
president discusses
how greater cross-
collaboration
between agencies
can help a firm’s
bottom line p.11
Donna
Imperato
Cohn & Wolfe
CEO explains how
keeping up with —
and managing
growth — has been
the WPP agency’s
biggest challenge in
the past year p.22
2016 ABRshows demand
for what we call ‘PR’
has never been greater
IN THIS ISSUE
steve.barrett@prweek.com
Follow PRWeek on

3. Global ABR 2016 | prweek.com 40
GL BAL
AGENCY
BUSINESS
REP RT
AGENCY PROFILES 2016AGENCY PROFILES 2016
T
he past 12 months marked an extraordinary
year for the comms, public affairs, and repu-
tation management firm Llorente & Cuenca.
The agency completed numerous acquisitions
with help from a mid-year cash injection and added
more than 100 staff.
Its global revenue growth was around 3% and,
worldwide, the agency reported more than 30 key
account wins, adding brands such as McDonald’s,
Microsoft, Samsung,Telefonica,Visa,Wal-Mart, and
Whirlpool to its ever-expanding client roster.
M&As featured heavily during a busy 2015, with
the agency closing an impressive four deals. In Spain,
digital innovation consultancy Cink, and Impossible
Tellers, a consulting firm that creates communication
and branding strategies, trans-media stories, and
change management programs for executives, were
integrated into the fold.
In the Americas, Llorente & Cuenca acquired a
majority stake in Brazilian agency S/A Comunicação;
and EDF Communications became the first U.S.-
based acquisition.This was integrated into the Miami
office, which launched in July 2015 under the
leadership of Alejandro Romero, partner and CEO
for Latin America and lead for the EDF acquisition.
José Antonio Llorente, chairman and CEO of the
agency, attributes a phenomenal year to numerous
factors: “We’ve been keeping up with all the trends
in key areas from digital through to trans-media,” he
says. “Performance in Latin America was strong
despite the weak currency. Importantly, we were not
forced to restructure when the economic crisis hit
and so, once the markets started to recover in Europe,
Llorente &Cuenca
A spate of acquisitions and a shift toward
integrated comms pays off with big brand wins
we were in a prime position to deal with the increased
demand for clients.
“In the past year, we also saw demand for reputa-
tion management increase,” he adds. “This is be-
coming key for all organizations from multinationals
through to governments in the digital-first world.”
There was a huge recruitment drive, too, at the
agency as total headcount grew 350 to 482. In the
past year, 46 people were added thanks to the firm’s
organic growth, while the rest were integrated as part
of acquisitions.
Internally, joint MD for Europe Adolfo Corujo
was promoted to head up a new corporate talent,
organization, and innovation division.
The aim is to continue diversifying the workforce,
which is already made up of professionals from a
variety of backgrounds including comms/journalism,
business management, legal, and even the engineer-
ing fields.
Panadero took over as joint MD in Europe, over-
seeing the agency’s operations in Spain and Portugal,
where it employs 180 people across five offices. He
“Clients now want
their communications
to be integrated”
Principals
José Antonio
Llorente, chair-
man and CEO
(pictured); En-
rique González,
partner and CFO;
Adolfo Corujo,
partner and chief
talent and innova-
tion officer; and
Jorge Cachinero,
corporate director
Offices
Global: 16
Revenue
Global: $33.3
million
Headcount
Global: 482
is joined by joint MD Arturo Pinedo, who also leads
the crisis comms, litigation comms, corporate, and
labor restructuring practice.
With the majority of business (65%) for the
agency in 2015 coming from its stronghold in Latin
America, unsurprisingly this is an area where the
firm is targeting further expansion. During 2016, a
strategic three-year business plan will be drawn up
and this is expected to include proposals to extend
operations in Brazil, Mexico, Colombia, and Chile,
as well as a Cuban office.
Organic growth is expected to continue as the
demand for services grows and the services provided
by the PR industry cross over with other sectors.
“The world is evolving at a phenomenal pace and
clients now want their communications to be inte-
grated and connected,” Llorente explains. “The
limits of the PR discipline are no longer strictly de-
fined. To address the needs of clients, we now find
ourselves crossing over into the world of consultan-
cy, advertising, and marketing. While this provides
us with space to grow, the competition is also fierce.
“Before the rise of digital tools, comms was simply
used by companies to inform.Today,it is used to listen,
understand, and act,” he adds. “Creating content is
no longer about generating news, but it’s about creat-
ing narratives with the different types of media.”

4. Global ABR 2016 | prweek.com 54
GLOBAL AGENCY RANKINGS 2016
GL BAL
AGENCY
BUSINESS
REP RT
1 Edelman $854,576,000 $812,300,000 5% 1 5,849 5,455 7% $146,106 Chicago
2 Weber Shandwick* $735,000,000 $680,000,000 8% 2 4,300 4,000 8% $170,930 New York
3 FleishmanHillard* $570,000,000 $600,000,000 -5% 3 2,750 2,700 2% $207,273 St. Louis
4 Ketchum* $530,000,000 $510,000,000 4% 4 2,575 2,500 3% $205,825 New York
5 MSLGroup** $495,000,000 $485,000,000 2% 5 3,025 3,016 0% $163,636 Paris
6 Burson-Marsteller* $450,000,000 $450,000,000 0% 6 2,500 2,300 9% $180,000 New York
7 Hill+Knowlton Strategies* $380,000,000 $380,000,000 0% 7 2,700 2,500 8% $140,741 New York
8 Ogilvy Public Relations** $353,000,000 $300,000,000 18% 8 2,550 2,500 2% $138,431 New York
9 Brunswick** $260,000,000 $230,000,000 13% 9 980 900 9% $265,306 London
10 BlueFocus 1
$245,055,844 $179,214,216 37% 10 5,622 5,000 12% $43,589 Beijing
11 Havas PR* $218,000,000 $208,000,000 5% 11 1,200 1,200 0% $181,667 New York
12 Cohn & Wolfe* $195,000,000 $175,000,000 11% 14 1,250 1,200 4% $156,000 New York
13 Golin** $192,000,000 $178,000,000 8% 13 1,400 1,200 17% $137,143 Chicago
14 FTI Consulting 2
$189,974,000 $189,367,000 0% 15 599 566 6% $317,152 New York
15 Media Consulta International $165,236,084 $189,881,160 -13% 12 808 684 18% $204,500 Berlin
16 Porter Novelli* $153,000,000 $145,740,000 5% 16 720 686 5% $212,500 New York
17 ICF Olson 3
$142,808,294 $141,808,636 1% 20 735 528 39% $194,297 Fairfax, VA
18 APCO Worldwide $119,858,300 $118,112,600 1% 18 680 635 7% $176,262 Washington, DC
19 Finsbury**# $110,000,000 $100,000,000 10% 23 220 206 7% $500,000 London
20 WE Communications $99,082,866 $106,676,000 -7% 19 666 705 -6% $148,773 Bellevue, WA
21 inVentiv Health PR Group** $99,000,000 $90,000,000 10% 21 368 344 7% $269,022 New York
22 Grayling* $96,595,000 $125,000,000 -23% 17 762 950 -20% $126,765 London
23 W2O Group $95,504,860 $82,625,212 16% 24 427 402 6% $223,665 San Francisco
24 Vector 4
$82,000,000 $67,000,000 22% 28 465 354 31% $176,344 Tokyo
25 FischerAppelt 5
$78,000,000 $73,600,000 6% 37 395 360 10% $197,468 Hamburg
26 Ruder Finn** $74,000,000 $73,891,000 0% 25 603 565 7% $122,720 New York
27 Finn Partners $71,643,901 $52,797,000 36% 36 476 370 29% $150,512 New York
28 Lewis $68,585,000 $61,470,000 12% 32 568 490 16% $120,748 London
29 PMK-BNC**# $65,000,000 $56,000,000 16% 31 304 258 18% $213,816 Los Angeles
30 FSB Comunicação $63,025,835 $85,876,448 -27% 22 704 655 7% $89,525 Rio de Janeiro
Rank
Agency Name
US Revenue ($) Change Rank Staff Staff Change Revenue ($)
Headquarters
2016 2015 2014 % 2015 2015 2014 % USEmployee
Notes Notes Global Table
1 Last year’s global revenue figure for BlueFocus was submitted incorrectly
2 The figures reported last year for FTI Consulting — $169,600,000 and 630 —
were incorrectly submitted
3 ICF Olson’s revenue reported last year — $96,726,560 — was restated
because it did not include revenues for non-advertising content work,
digital and social strategy, events and organizational development/
comms consulting
* Indicates 2015 and 2014 revenue and staff figures are PRWeek estimates
owing to the Sarbanes-Oxley Act (2002) or agencies declining to take part
** Indicates 2015 and 2014 revenue figures are PRWeek estimates as per*
(staff numbers were provided by the agency)
*** Indicates only 2015 revenue is an estimate
(2014 revenue and both years’ staff numbers provided by the agency)
# The revenue estimate made last year has been restated

5. Global ABR 2016 | prweek.com 55
GLOBAL AGENCY RANKINGS 2016
GL BAL
AGENCY
BUSINESS
REP RT
31 Text100 $62,650,245 $57,306,333 9% 33 602 549 10% $104,070 New York
32 Res Publica $60,006,998 $66,547,626 -10% 29 431 418 3% $139,227 Montreal
33 Hopscotch Groupe $59,807,440 $71,017,947 -16% 26 550 542 1% $108,741 Paris
34 MWWPR 6
$58,000,000 $56,715,000 2% 34 228 248 -8% $254,386 New York
35 ICR $56,208,757 $51,663,463 9% 38 162 130 25% $346,968 New York
36 Bell Pottinger 7
$53,231,115 $54,293,351 -2% 27 266 278 -4% $200,117 London
37 Instinctif Partners 8
$50,639,620 $48,505,000 4% 35 450 372 21% $112,532 London
38 Kreab $49,932,000 $63,958,570 -22% 30 450 400 13% $110,960 Stockholm
39 DKC $46,950,000 $41,500,000 13% 44 239 199 20% $196,444 New York
40 Newlink 9
$46,500,000 $44,000,000 6% 45 300 350 -14% $155,000 Miami
41 Marina Maher Communications**10
$45,000,000 $40,000,000 13% 46 185 163 13% $243,243 New York
42 Freud Communications $44,202,856 $46,774,164 -5% 40 223 213 5% $198,219 London
43 Dentsu Public Relations** $44,000,000 $42,000,000 5% 43 253 253 0% $173,913 Tokyo
44 Allison+Partners $43,409,004 $32,730,000 33% 49 300 230 30% $144,697 San Francisco
45 Sermo Communications $41,495,100 $40,486,222 2% n/a 488 521 -6% $85,031 London
46 Four Communications Group $39,958,415 $22,345,188 79% n/a 229 147 56% $174,491 London
47 Zeno Group 11
$39,762,527 $32,672,776 22% 47 317 276 15% $125,434 New York
48 Hering Schuppener $38,392,160 $42,816,340 -10% 42 180 180 0% $213,290 Düsseldorf
49 DeVries Global* $37,000,000 $45,000,000 -18% 41 233 243 -4% $158,798 New York
50 Brodeur Partners* $35,000,000 $32,000,000 9% n/a 250 245 2% $140,000 Boston
51 PadillaCRT $34,813,666 $31,625,000 10% n/a 205 185 11% $169,823 Minneapolis
52 Portland $34,006,900 $35,440,600 -4% n/a 120 100 20% $283,391 London
53 Llorente Cuenca $33,335,000 $32,458,343 3% 50 482 350 38% $69,160 Madrid
54 Kyodo Public Relations $32,540,241 $35,668,040 -9% n/a 224 227 -1% $145,269 Tokyo
55 Global Strategy Group $31,000,000 $32,378,000 -4% n/a 87 76 14% $356,322 New York
56 Citigate Dewe Rogerson* $30,600,000 $38,000,000 -19% 48 176 125 41% $173,864 London
57 Newgate Communications $29,827,405 $21,457,348 39% n/a 142 0 $210,052 London
58 Racepoint Global $29,529,363 $27,279,597 8% n/a 168 164 2% $175,770 Boston
59 Coyne Public Relations $27,300,000 $23,010,000 19% n/a 190 155 23% $143,684 Parsippany, NJ
60 MHP Communications $27,132,615 $27,213,436 0% n/a 168 168 0% $161,504 London
Rank
Agency Name
US Revenue ($) Change Rank Staff Staff Change Revenue ($)
Headquarters
2016 2015 2014 % 2015 2015 2014 % USEmployee
4 Vector’s 2014 staff number reported last year — 376 — was restated
following an internal review
5 FischerAppelt’s revenue published last year was mistakenly reported as USD
when it was actually Euros. It was also adjusted after an internal review.
6 Indicates MWWPR’s 2015 revenue is an estimate (2014 revenue and both
years’ staff numbers provided by the agency)
7 The global revenue reported last year for Bell Pottinger was gross revenue
8 Revenue numbers reported last year for Instinctif Partners — $55,640,094 —
were adjusted after an internal audit/review
9 Revenue reported last year for Newlink — $41,000,000 — was adjusted after
an internal review
10 Staff number for Marina Maher Communications provided last year — 150
— was estimate; exact figure supplied this year
11 Zeno’s Asia and Brazil 2014 revenue restated to exclude revenue reported